In a social first world, driving everyone to your website by default is a big mistake.
A video view on YouTube / LinkedIn / Facebook is just as valuable as someone who reads your blog post (maybe even more so). A podcast episode download is just as valuable as someone watching a webinar.
If your top of funnel metrics exclude content reach on social platforms, your understanding of how marketing is driving pipeline for your business is distorted.
The obsession with website funnel metrics leads to loads of missed opportunity because in many cases your audience wants to see your content, just not on your website.
Provide the content within the distribution channel that has your audience's attention. You will generate more demand, which was always the goal of increasing website traffic anyways.
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